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Tourism Pilot

Live like locals in the Baltic Sea Region

The aim of the Tourism Pilot was to attract more tourists to the Baltic Sea Region and test the marketing of the region as one tourism destination.

The Tourism Pilot focused on creating a tourism concept aimed at the Japanese. The target groups of the pilot were Japanese tourists, but also Japanese tourism operators and incoming tour operators in the Baltic Sea Region. The concept was based on thorough research. Comprehensive material was gathered from tourism sector, both from Japan – how they wish to travel and what they like to do in the region – and the Baltic Sea Region’s existing products and services for tourists.

Bloggers experienced the real lifestyle

The lifestyle concept was tested straight away with real Japanese tourists. A contest was arranged for Japanese bloggers: the winners were to win a trip to the Baltic Sea Region area, test the Live like locals travel package – and blog about it. Three bloggers, focusing on tourism, design, fashion and lifestyle, were selected out of 32 applicants, and the trips
were arranged during summer 2011.

Each winner had a different trip to the region: one experienced Helsinki and St. Petersburg, second three Baltic cities and third Berlin and Warsaw. Their programs included both traditional sights and experiences from local ways of living. The bloggers wrote about their experiences throughout their trips, thus spreading the word of travelling in the Baltic Sea Region through social media. The bloggers enjoyed their trips and wrote very positive comments about their  experiences. Their visits to the region received some media attention as well.

Tourism pilot publication

Live like locals -brochure in English and Japanese

Publication of the brochure is related to tourism pilot competition for individual bloggers that was organized during summer 2011 in Japan to win a trip to Baltic Sea Region area and travel under “Live like locals theme”.  Three bloggers were selected out of 32 applicants.
Live like locals -brochure in English and Japanese (pdf, 8 Mb)

Research studies

Qualitative study on tourism on Japanese women living in Warsaw, Berlin, Riga, Vilnius, Tallinn and St. Petersburg

This qualitative study was done among Japanese women living in Warsaw, Berlin, Riga, Vilnius, Tallinn and St. Petersburg and visiting these cities as tourists. A goal of the study was to talk to Japanese women to get their view, feelings and opinion about attractiveness of each of the city.
The study (pdf)

Qualitative study on tourism on Japanese women living in Helsinki

This qualitative study was commissioned in relation to this project and was done among Japanese women living in Helsinki and visiting as tourists. A goal of the study was to talk to Japanese women to get their view, feelings and opinion about attractiveness of the city.
The study (pdf)

Baltic Sea Region as a tourist destination – Japanese views

This study forms the Demand Research for Tourism Pilot. The research has been done by Integrate research institute (Tokyo) with the help of Foresight Marketing (Tokyo). Aim of the research was to understand how Japanese people consider about travelling abroad, and their expectation for the destination, and to discover new travel contents for the Baltic Sea Region.
Baltic Sea Region as a tourist destination – Japanese views (pdf)

Research of the touristic products and services in 11 Cities

Research on touristic products and services in11 cities of the Baltic Sea Region i.e., Berlin, Helsinki, Riga, Warsaw, Vilnius, Stockholm, Tallinn, Copenhagen, Oslo, Malmo and St. Petersburg. The study was done by HumanGraph.
Research of the touristc produts and services (pdf)

News on Tourism pilot 
31 October, 2011: Newsletter focusing on Tourism Pilot
4 October, 2011: BaltMet Promo event at the Imperial Hotel in Tokyo
14 September, 2011: Live like locals -brochure published in English and Japanese
7 September, 2011: Bloggers trip programmes in Baltic Sea Region
25 August, 2011: Japanese bloggers live like locals in Baltic Sea Region